Video: U.S. Department of Agriculture Partners with Ad Council and
Collaborates with Walt Disney Studios Home Entertainment to Promote Nutrition
Education to Children and Families
New PSAs feature characters from Walt Disney's 'The Jungle Book'
NEW YORK, Dec, 7 /PRNewswire/ -- The United States Department of
Agriculture's Food Nutrition and Consumer Services and the Ad Council announce
today the launch of a multi-media public service advertising (PSA) campaign
designed to inspire children and families to adopt healthier lifestyles.
To view the Multimedia News Release, go to:
http://www.prnewswire.com/mnr/adcouncil/31020/
As we all know, today's obesity and overweight statistics are staggering.
Approximately 66 percent of adult Americans are considered overweight or obese
while 17 percent of American children themselves are categorized as
overweight. Research indicates that being overweight during childhood and
adolescence and carrying that through into adulthood.
Furthermore, recent Ad Council research indicates that mothers and
caregivers understand the importance of healthy eating yet struggle with
knowing the best way to provide good nutrition for their families. According
to a 2007 study conducted by Yankelovich Research among low-income mothers on
behalf of the Ad Council's Coalition for Healthy Children, less than half of
those surveyed describe their children as physically fit and only 40 percent
said their kids are healthy eaters. In addition, 39 percent of low income
mothers said they are unclear about which foods are considered healthy and 63
percent report that healthy eating is often a major battle with their child.
In an effort to promote healthier lifestyles, the USDA and the Ad Council
are launching a campaign to encourage parents to provide healthy options for
their families and to motivate their children to seek proper nutrition and
levels of physical activity.
Created pro bono by Saatchi & Saatchi, the "Nutrition Education" PSAs aim
to inspire parents to encourage healthy habits by emphasizing that "good
nutrition can lead to great things" and can help their children be the best at
everything they do. The campaign places an emphasis on reaching low-income
families, who tend to be at greater risk for overweight and obesity, and
directs audiences to the USDA's www.MyPyramid.gov website, an effective tool
for guiding healthy choices.
"The combination of proper nutrition and daily physical activity are
critical for a healthier lifestyle," said USDA's Acting Secretary Chuck
Conner. "Two-thirds of our adults and 17 percent of our children are either
overweight or obese. It is time for all of us to work together to ensure a
healthier future for our most precious resource, our children."
In addition to Saatchi & Saatchi produced PSAs, the Ad Council and USDA
partnered with Walt Disney Studios Home Entertainment, on a series of PSAs
featuring the lovable characters and memorable songs from Disney's original
classic The Jungle Book. An extension of the USDA's Nutrition Education
campaign, these new spots, available for television, radio, outdoor and
internet media, highlight the importance of balancing good nutrition and
physical activity, by emphasizing the "Bare Necessities" of healthy living and
sending a message to parents and children that leading a healthy lifestyle can
help them be the best at everything they love to do.
"We at the Ad Council are thrilled to collaborate with USDA and The Walt
Disney Company on this wonderful and informative campaign to educate parents
and children about nutrition. The PSAs are both motivating and entertaining
and I'm confident that they will inspire families throughout the nation to
make the necessary changes to lead a healthier lifestyle," said Peggy Conlon,
President and CEO of The Advertising Council.
All of the new campaign PSAs will be distributed to media outlets
nationwide this month and, per the Ad Council's model, will air and run in
advertising time and space donated by the media. Additionally, Disney's The
Jungle Book inspired PSA inserts containing this message will be included in
kid's meals being served at Disney theme parks in the United States while the
PSA's themselves have already begun running on select U.S. Disney properties.
"We're proud to be a part of delivering such an important message to
families throughout the country about nutrition education," said Mary Baglivo,
CEO of Saatchi & Saatchi NY. "Our research shows that although parents want
the best for their kids, many don't recognize all of the benefits of a healthy
lifestyle. This creative is particularly encouraging because it shows how good
nutrition is a catalyst for great things that can lead to a bright future for
children."
USDA
The U.S. Department of Agriculture (USDA) provides leadership on food,
agriculture, natural resources, and related issues based on sound public
policy, the best available science, and efficient management.
The department increases food security and reduces hunger in partnership
with cooperating organizations by providing children and low-income people
access to food, a healthful diet, and nutrition education in a manner that
supports American agriculture and inspires public confidence.
USDA has created a strategic plan to implement its vision. The framework
of this plan depends on these key activities: expanding markets for
agricultural products and support international economic development, further
developing alternative markets for agricultural products and activities,
providing financing needed to help expand job opportunities and improve
housing, utilities and infrastructure in rural America, enhancing food safety
by taking steps to reduce the prevalence of foodborne hazards from farm to
table, improving nutrition and health by providing food assistance and
nutrition education and promotion, and managing and protecting America's
public and private lands working cooperatively with other levels of government
and the private sector.
Saatchi & Saatchi
Ideas company Saatchi & Saatchi is a global network with 153 offices and
is part of Publicis Groupe, the world's fourth largest communications group.
Its flagship New York office was named "2007 Agency of the Year" at the Cannes
and Clio international ad festivals. The Agency handles more than 40 #1 brands
in its client portfolio, including Toyota; Tide, Pampers and Olay (Procter &
Gamble); and Sony Ericsson. Saatchi & Saatchi is known for its exceptional
strength at understanding the emotional connections between consumers and
products. This approach comes to life through Lovemarks, the methodology
designed to create loyalty beyond reason.
Disney's Worldwide Outreach
Disney brightens the lives of children in need around the world through
global outreach programs, local community initiatives and the Disney
VoluntEARS program. Last year, Disney donated more than $177 million in cash
and in-kind support to various charities around the world. Disney VoluntEARS
contributed more than 466,000 hours of service and the company drew upon its
unique magic to make wishes come true for children and families. The Disney
VoluntEARS program provides opportunities for Disney employees to contribute
their time and expertise towards making a positive impact in the communities
they serve while furthering the traditions and ideals of The Walt Disney
Company. For more information on Disney's outreach efforts, please visit
www.DisneyOutreach.com
The Ad Council
The Ad Council (www.adcouncil.org) is a private, non-profit organization
with a rich history of marshalling volunteer talent from the advertising and
media industries to deliver critical messages to the American public. Having
produced literally thousands of PSA campaigns addressing the most pressing
social issues of the day, the Ad Council has effected, and continues to
affect, tremendous positive change by raising awareness, inspiring action and
saving lives.
SOURCE The Ad Council
The Ad Council, Ellyn Fisher, +1-212-984-1964, efisher@adcouncil.org; or USDA,
Jean Daniel, +1-703-305-2281, Jean.Daniel@fns.usda.gov; or Disney, Rick
Rhoades, +1-818-295-5277, rick.rhoades@disney.com
